Published by Neil Thompson, 5th August 2025
Findings released by Experience Oxfordshire, from their bi-annual survey of Oxfordshire residents, indicate a strong appreciation of the county as a visitor destination alongside dissatisfaction with elements which impact on the quality of experience.
Experience Oxfordshire, the destination management organisation and official Local Visitor Economy Partnership for the county, invited residents from across Oxfordshire to contribute their views and opinions in an online survey designed to ascertain how residents interact with the visitor economy in Oxfordshire.
89% of respondents to the Residents Survey recognised the importance of tourism to Oxfordshire in terms of the contribution it makes to the local economy and 90% of residents would recommend Oxfordshire as a place to visit.
When asked which attributes they associate with Oxfordshire, most respondents, 77%, chose those relating to museums, galleries and heritage, 64% recognised its historical aspect and 57% appreciated its arts and culture.
Oxfordshire’s open spaces were recognised by 45% of respondents, opportunities for walking and cycling by 42%, and 34% associated the county with gourmet pubs and restaurants. Only 19% however described the county as “easy to travel around”.
When asked to rate the county from poor to excellent against a range of statements, residents showed a definite pride of place, being extremely positive with regard to the quality of the cultural scene, range and quality of attractions, general feeling of safety and the overall experience that Oxfordshire offers. They were less positive, however, with the cleanliness of public spaces, signage for getting around and value for money.
The survey shows that Oxfordshire residents are interested in trying out new experiences and places with only 5% stating that they always return to the same areas. Their most popular activities within Oxfordshire are visiting a pub, restaurant or café and visiting attractions, cultural venues and museums, all of which were selected by 100% of respondents; 80% attend events and, on a regular basis, go shopping for special items.
Respondents represent all age groups between 25 and over 75, with the majority falling within the 45-74 age range. When travelling, 38% usually travel with their partner, 30% with family, 18% with friends and 9% are solo-travellers. When asked about the impact on them of the cost of living, 53% said they were being cautious with their spending and 38% said they had not been affected. 32% said they were spending less on eating out and looking for more free things to do.
All respondents were offered a free text option to give their opinions on items and issues relating to how welcome they felt within the county. Their responses reflected previous answers expressing concerns relating to transport within the county, cleanliness of public spaces and services and the circumstances of public infrastructure in general. Traffic management and access into and around Oxford was cited as a cause of frustration for many, along with road conditions (particularly potholes) and traffic build-up around the county’s towns and villages.
“This survey brings honest feedback to those of us working within the county’s visitor economy. At Experience Oxfordshire, one of our ambitions is to foster a strong sense of pride in place among residents, while working to ensure that tourism benefits local communities as well as visitors. Our recent survey reveals a deep and genuine pride in Oxfordshire as a destination from residents. At the same time, we acknowledge and take seriously the concerns raised - particularly around the capacity of local public infrastructure to support a vibrant and growing tourism sector.
We recognise the challenges that come with managing a successful visitor economy, and we are listening carefully to the voices of those who live and work here. We are grateful to all the residents who took the time to share their views with us. Their feedback will play an essential role in shaping our ongoing dialogue with key decision-makers and stakeholders across the county.”
Hayley Beer-Gamage, CEO, Experience Oxfordshire
For further information relating to Experience Oxfordshire’s Residents Survey 2025 and the Visitor Survey 2025 contactpartnership@experienceoxfordshire.org
